Service 15 · Paid Search
Bing, Yahoo, AOL, Edge, Copilot, and the Microsoft Audience Network reach 724 million monthly users, including searchers Google can't sell you, in auctions roughly a third cheaper. The Google import is where competent management starts, and where lazy management stops.
Google Import gets campaigns live fast, and treating it as done is the number one way Microsoft accounts fail. Conversion tracking does not come across: the UET tag gets installed and conversion goals rebuilt from scratch, or the account reports zero conversions while spending real money.
Imported bids and budgets inherit Google's auction assumptions, so we reset them for a less crowded auction, only about 36% of US advertisers compete here, versus roughly 80% on Google. Audience lists don't transfer either; remarketing gets rebuilt from UET. And syndication partner settings get reviewed early, because partner-network junk traffic is Microsoft's classic leak.
Recurring imports then keep structural parity with Google while Microsoft-specific settings stay protected from overwrite: negatives tuned to Bing's different query mix, device modifiers for the desktop skew, and bid logic that matches this auction rather than Google's.
LinkedIn profile targeting is exclusive to Microsoft: company, industry, and job function layered onto search campaigns as bid adjustments, the only place anywhere that combines live search intent with professional identity. Reported results run 47% higher conversion rates at an 8 to 12% CPC premium, and only about 28% of B2B advertisers use it. That is a differentiation wedge, and we take it.
The CPC math is structural: $1.37 average versus $2.06 on Google, with the deepest discounts in the expensive verticals, legal down 46%, insurance down 46%, financial services down 38%, B2B SaaS down 34%. Cost per conversion runs about $31 versus $45.
Copilot is the emerging surface: roughly 320 million monthly users, with 35% of sessions carrying commercial intent versus 22% for regular search. Sponsored answers, Showroom ads, and AI Max placements are early-stage, high-attention inventory, we size the test to the account instead of chasing novelty.
Volume and CPC delta modeled per vertical before anything is promised.
Campaigns imported, then UET tracking, goals, audiences, and bids rebuilt properly.
Company, industry, and job-function bid adjustments on search, Microsoft-only.
Syndication exclusions, desktop modifiers, and fresh negatives for Bing's query mix.
Weekly search-terms and syndication review; budget toward proven CPA advantages.
AI-surface placements tested; contribution reported against a Google-only baseline.
The Google import gets campaigns live, and then the real work starts, because tracking, audiences, and bid logic don't survive the transfer. We rebuild what the import breaks, layer on the targeting Google can't offer, and report Microsoft's contribution as increments against a Google-only baseline.
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The stack we run for this
Microsoft Advertising
Google Ads
Google Analytics 4
Looker StudioFor most Google advertisers, yes. CPCs run about 33% lower, the audience skews older, desktop-heavy, and higher income, and roughly a third of Bing users do not search on Google at all. Treat it as incremental volume at better unit economics, and plan for about 10 to 25% of your Google search volume in most verticals.
Import is the start, never the strategy. Conversion tracking does not transfer, so unmanaged accounts either report zero conversions or quietly inherit Google's bid assumptions into a very different auction. Audiences, negatives, and syndication settings all need rebuilding. The Microsoft accounts that fail are almost always set-and-forget imports.
A Microsoft-exclusive layer that adjusts search bids by the searcher's LinkedIn company, industry, and job function. It is the only way on any platform to combine live search intent with verified professional identity. Reported results show 47% higher conversion rates at an 8 to 12% CPC premium, and only about 28% of B2B advertisers use it.
Sponsored placements inside Microsoft's AI assistant: sponsored answers, Showroom product experiences, and search ads extended into Copilot through AI Max. Copilot reached roughly 320 million monthly users, and 35% of sessions carry commercial intent versus 22% for regular search. Early-stage inventory, so we test with defined budgets and judge on conversions.
Plan for roughly 10 to 25% of your Google search volume in most verticals, higher in B2B, finance, and older demographics. The case is efficiency and reach you cannot buy elsewhere, not raw scale. Microsoft's cross-platform study claims 15 to 20% more total conversions when added to Google; we validate that against your own blended CAC.
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